SICOM mobile app case study

Company: Sicom Insurance

Project type: Mobile Application

Role: Senior UI/UX Designer

Year: 2022

Duration: 5 months

In this era a mobile application is more than important in order to engage with your customers. Sicom did not have a mobile application, so I've worked on a brand new experience for this platform. The app was launch phase by phase as it contain a lot of features and they did not want to overwhelm their customer base with a full pack application.

Project Background

We kicked off this project with a complete analysis with the client where we tried

to understand potential users who might be using this application.

Couple of questions was asked as, what features would the customers want?

For a UX standpoint I had to make sure that the consistency between the website and the mobile application was respected as a whole experience.

The app main action must contain functionalities whereby it would encourage user to complete a task seamlessly without the need of going to an insurance agent.

The Problem

As Sicom Insurance does not have any digital platform apart from their website which was built in 2016, clients who needs to perform regular tasks like to pay their insurance policies, or new client who needs to register for new policies or keep their on their existing ones need to either call an agent who go directly to the office. 

A study in late 2020 revealed that this practice made them lose a lot of client as competitors was providing digital product for their customer.

Some questions that has addressed in the UX workshop sessions was:

What are the main goals and habits of Sicom personas?
How can a digital product simplify regular tasks
What features are considered as the MVP?
What would bring trust in users to use the app?

My Role

As the Senior UI/UX designer, my main role is to make sure that I lead and understand the UX workshop from the client To note that when this project was on-going I was the sole designer for this project. I firmly believe that I need to learn the inside and out of the business in order to propose solutions that will convert.

My methodology is to respect the UX process as close as close while organizing such workshop. It’s important to talk to stakeholders of the projects to synthesize solutions and validation design decisions through usability studies.

Starting through brainstorming sessions with both interne and client team will help understand user needs and coordinate product strategy to prioritized product backlog based on business goals.